Shiv: Distraction Makes Food Taste Better

Enjoyment of food may well be linked to distraction, conclude researchers investigating the act of tasting food in the wake of recent theories of pleasure and pain. Recent pain research shows that distraction can actually heighten pain, claim researchers who studied whether pain research could be applied to pleasure research and, in particular, to the act of tasting food. "It appears that diversion actually leads to increased enjoyment," say study authors BABA SHIV of the University of Iowa and Stephen Nowlis of the Arizona State University. The story also appeared on the Web site of CONFECTIONERY NEWS and NUTRALINGREDIENTS-USA.COM.